CLIENT:TKEQ the Shop
Graphic Design & Photography
SERVICES:The Equestrian Country Club was an idea from TKEQ the Shop owner and creative director Kaelyn Kennedy. After a long term relationship as the brand's primary photographer, moving forward with a project like this made a lot of sense. The task at hand was to create a set of graphic elements for a brand campaign that could be used on clothing, and various marketing materials.
With Kaelyn’s vision, early sketches were started in March of 2022. During this period I was in Wellington Florida, and found inspiration for the crest graphic from the equestrian architecture in the area. Considered a global destination for equestrian sport at the highest level, it was truly the right place to wrap my head around the design for this project.
I often found myself sketching and creating variations of the crest while at the Winter Equestrian Festival, waiting to watch my friends compete.
Final graphics were completed by the end of April, and samples were received by June. In July – the stars aligned for a trip to the incredibly gorgeous campaign shoot at Back Country Farms in Greenwich, Connecticut, to photograph two riders (Sutton Friesen and Layla Kurbanov) from their training program.
I stayed with Sutton during my trip to Wellington along with the year before, she was present for a lot of the sketching and early research for this design project. Besides being one of my close friends, she’s also modelled in several TKEQ campaigns before, it was really full circle and a special moment to have her be front and center for this campaign shoot.
